Best CTV Platforms Every Advertiser Should Know in 2025

CTV platforms power the entire connected TV advertising ecosystem, from the devices people stream on to the tools brands use to reach them. They include:

• Connected TV devices like smart TVs (Samsung), streaming sticks (Roku), and consoles (Xbox) that deliver internet-based content.
• Streaming apps and services such as Netflix (VOD), Tubi (FAST), and YouTube TV (vMVPD) that host the content viewers watch.
• Ad tech platforms (including DSPs, DMPs, and SSPs) used to run CTV campaigns programmatically. Common players include The Trade Desk, Amazon, and Nielsen.

The landscape is complex, making it hard to know where to start or who to trust. That’s why many advertisers now adopt a vendor-agnostic CTV strategy to simplify execution and maximize results.

What Role Does Programmatic Ad Placement Play in CTV?

CTV advertising looks nothing like the early days of TV. Back then, ad buys were done manually—brands made upfront deals with networks based on assumptions about who was watching.

It was broad, expensive, and hard to measure.

With streaming TV, everything changed. Today, 75% of CTV ads are placed programmatically, using real-time bidding and viewer data instead of just content.

Here’s why that matters:

• Smarter targeting: Ads reach the right viewers based on behavior and demographics—not just what show they’re watching.
• More flexibility: Ads aren’t tied to specific content, making it easier to run campaigns across multiple platforms.
• Better results: Real-time performance data lets advertisers track, adjust, and improve campaigns as they go.

Programmatic CTV delivers reach, precision, and insights—without the guesswork.

A Look at the Programmatic Supply Chain

So what does this have to do with the fragmentation across the CTV landscape? Quite a lot, as it turns out.

You see, there are several steps between the advertiser and the publisher when transacting programmatically, which is why so many different ‘CTV platforms enter the picture. Let’s take a closer look.

1. Supply-Side Platforms (SSPs)

SSPs (Supply-Side Platforms) help publishers and content owners sell their ad space. They work like middlemen, sending out bid requests to different ad exchanges whenever an ad slot opens up.

These requests include details about the audience (like age, interests, and viewing behavior) so advertisers can target their ads more accurately. This helps publishers earn more by getting better bids from advertisers who want to reach the right viewers.

Popular CTV SSPs include:

1. Magnite (formerly Rubicon Project and SpotX) operates Magnite Streaming, a merged ad server+SSP platform optimized for CTV and OTT monetization. It offers AI‑powered contextual targeting via ContextIQ and supports direct integrations with publishers like Disney, Roku, Warner Bros., driving strong growth and leading U.S. CTV market share.
2. FreeWheel is a premium video-first SSP and ad server tightly integrated under the FreeWheel Streaming Hub. It’s widely trusted for programmatic transparency, supply‑path optimization, and access to premium CTV inventory, used by agencies like Havas and publishers spanning MVPDs and top streaming platforms.
3. Google’s ads platform (including Google AdExchange) supports CTV inventory via its broader ecosystem. Though not exclusively CTV‑focused, Google benefits from massive scale and cross‑channel reach, including web, mobile app, and streaming video formats, often ranking high in overall programmatic video spend.
4. PubMatic is an independent global SSP with deep expertise in CTV, offering transparent, efficient monetization for publishers and buyers. It provides next‑gen addressability, premium inventory, SPO innovation, and tailored CTV/OTT solutions designed to maximize yield and ROI. 
5. Index Exchange offers a global, publisher-agnostic SSP built for transparency, quality, and efficiency across screens. Its OpenRTB 2.6-based ad podding, deal tools, and strict quality standards help publishers and marketers transact programmatically with confidence in CTV environments. 
6. Microsoft Monetize (formerly part of Xandr/Microsoft Invest) gives publishers access to scaled programmatic demand across Microsoft’s ecosystem. Despite Microsoft sunset of its Invest DSP by 2026, the SSP arm remains operational for monetizing inventory across Xbox, Bing, Windows, and video inventory via Microsoft.
7. Beachfront is a CTV‑focused, convergent sell‑side ad platform, recently acquired by Seedtag. It enables unified programmatic monetization and real‑time bidding across CTV, set‑top‑box VOD, mobile, and desktop. Its self‑serve PMP tools and contextual targeting make it a strong choice for quality video inventory and transparent operations.

2. Ad Exchanges

Next up are ad exchanges. These platforms connect SSPs and DSPs to run real-time auctions for ad space. The highest bidder wins the spot, making the process fast and competitive.

There are two main types of ad exchanges:

• Open ad exchanges – Open to any advertiser.
• Private marketplaces (PMPs) – Invite-only and offer better-quality inventory.

PMPs give access to top-tier ad space, reduce ad fraud, and offer more control over where ads appear. But to join PMPs, advertisers need to build relationships with publishers or work with a CTV partner like Strategus, who already has access to premium inventory.

Popular CTV ad exchanges include:

1. Magnite (via its unified Magnite Streaming and SpringServe stack) operates both as SSP and ad exchange focused on CTV/OTT. It offers transparent RTB bidding, direct demand partnerships, and deep video inventory access across major publishers and platforms. Its supply coverage reportedly reaches 99 % of CTV inventory globally.
2. OpenX’s "TV by OpenX" initiative positions it as a high‑quality CTV ad exchange focused on transparency and premium inventory. It removes resellers and non‑TV content from its CTV buyable pool, ensuring clean, premium supply and direct visibility into what buyers purchase.
3. Microsoft Invest (Xandr & formerly AppNexus and Microsoft Invest) powers a programmatic ad exchange spanning CTV and digital media. It supports large-scale buying across Microsoft’s ecosystem (Xbox, LinkedIn, Bing), though its DSP side is being sunset by early 2026. Inventory remains available via Xandr as a trusted exchange.
4. Google Ad Exchange (AdX), part of Google Ad Manager, is a globally dominant ad exchange that includes video and CTV inventory among its offerings. It provides unmatched scale, bid volume, and fill rate, making it a core option for accessing premium programmatic television and video ad inventory.

3. Demand-Side Platforms (DSPs)

Now let’s look at DSPs (Demand-Side Platforms), which work on the advertiser's side. DSPs connect with many ad exchanges, so advertisers can buy ad space from lots of publishers in one place.

When an SSP sends a bid request, the DSP quickly decides if it’s worth bidding on. It uses algorithms to look at the advertiser’s budget, how valuable the audience is, and what others are bidding, then sets a bid price in real time.

Popular CTV DSPs include:

1. The Trade Desk is the largest independent DSP with deep expertise in CTV and streaming video. It offers AI-powered tools (like Koa), granular audience targeting, and cross-device optimization. It provides advertisers access to premium CTV inventory at scale and strong measurement transparency across channels 
2. Amazon DSP enables programmatic buying of CTV, display, and audio ads across Amazon-owned and third-party environments. Leveraging rich first‑party customer data, it delivers precise targeting, analytics, and closed‑loop attribution. Its recent partnership with Roku extends reach to ~80M U.S. CTV households for high-performance campaigns investors.com+5lambosdigital.com+5advertising.amazon.com+5.
3. Microsoft Invest (formerly Xandr Invest / AppNexus) has historically provided robust CTV programmatic capabilities with extensive cross-channel reach and advanced video analytics. However, Microsoft announced it will sunset the DSP by early 2026, transitioning toward AI-driven ad buying and chatbot interfaces instead

4. Data Management Platforms (DMPs)

Next comes data management platforms. DMPs help collect and analyze the data that programmatic advertising hinges on. This includes information about personal interests, browsing activity, lifestyle choices, and more.

Advertisers then use this data to make informed decisions and target specific audience segments effectively. The result? Relevant and engaging ads are served to users who are receptive to the message.

Popular CTV DMPs include:

1. Amazon DMP serves as a data powerhouse for CTV campaigns by leveraging rich first-party shopper, browsing, and streaming behavior. It enables identity resolution across Fire TV and Roku through its partnership, improving audience matching and measurement efficiencies. Amazon’s data powers precise targeting and closed-loop attribution.
2. Experian’s Digital Graph connects household-level identifiers across CTV, linear, and video-on-demand. It activates first- and third-party data for accurate, unduplicated reach and frequency control. Its data marketplace allows syndicated audience segmentation and measurement for both local and national campaigns.
3. Foursquare’s DMP provides location-based and behavioral audience segments usable across CTV, mobile, display, and DOOH. It enables real-time geofence-based targeting and visit-lift measurement by linking ad exposure with foot traffic via synthetic control modeling.
4. Kroger Precision Marketing’s DMP connects loyalty and retail purchase data to CTV inventory via private marketplaces. Advertisers can target households based on buying behavior and measure attributable sales from streaming campaigns, bridging commerce data with ad performance.
5. Microsoft’s DMP powers audience targeting for CTV and video through identity resolution across its broader ecosystem (e.g. Xbox, LinkedIn, Windows). It helps link device-based viewership to demographic and behavioral segments for more informed campaign targeting.
6. Resonate’s Ignite platform delivers AI-powered consumer insights and its "CTV Insights" solution enriches CTV device IDs with 14,000+ attributes across over 230 million U.S. consumers. It enables deep psychographic and behavioral targeting to inform audience segmentation and activation. 
7. Skydeo’s Audience Manager (SAM) offers predictive audience segments built from over 1.4 trillion data points. Marketers can activate segments instantly across social, mobile, programmatic and CTV using its platform, enhanced by identity integrations and partner datasets.
8. Datonics offers third‑party audience data for programmatic targeting, including CTV campaigns. It segments audiences based on behavioral, demographic, and intent signals, helping advertisers align media buys with high‑value viewers even on streaming platforms.

5. Measurement and Verification Vendors

Finally, we have measurement and verification vendors. One big advantage of CTV over traditional TV is the ability to track how well your ads are performing.

These vendors help advertisers see how many people saw their ads, what actions they took, and how the campaign moved them along the buyer’s journey.

Verification vendors also check for fraud and block fake activity like bots, ad injection, or fake views. This makes sure your ad budget is spent reaching real people, not fake impressions.

Popular CTV measurement and verification providers include:

1. Nielsen is the standard for cross-platform TV measurement via its Nielsen ONE suite. It combines big‑data from 45 million households with panel-based insights to deliver deduplicated reach and frequency across linear TV, streaming, and CTV. MRC‑accredited, it also measures YouTube CTV globally. 
2. Lucid is known for survey-based brand lift and campaign effectiveness measurement. When paired with Samba TV’s identity platform, Lucid extends ad exposure measurement from CTV to mobile and desktop. Its integration enables brands to link TV impressions with post-exposure survey responses. 
3. SambaTV uses panel and Automatic Content Recognition (ACR) across ~46 million smart TVs to capture ad exposure and viewing behaviour. With SambaID, it provides cross-screen identity resolution and partners with Lucid for holistic measurement of CTV ad impact.
4. DoubleVerify offers CTV-focused verification across fraud protection, viewability, brand safety, attention, and outcome measurement. Its DV Media AdVantage platform uses AI-driven pre-bid filters and post-bid analytics to optimize ad quality and campaign effectiveness.
5. Adsquare provides location-aware audience segments for cross-channel campaigns including CTV. Though more often cited for mobile and DOOH, it helps verify campaign attribution and foot-traffic lift in streaming contexts by integrating offline behavioral signals.
6. Foursquare’s measurement uses precise location data and geofencing to connect CTV exposure with real-world visit behavior. Its visit‑lift analytics can quantify foot-traffic driven by CTV ads and attribute offline conversions to ad impressions.
7. Integral Ad Science (IAS) delivers media quality verification for CTV across fraud detection, viewability, brand safety, and attention metrics. It supports fraud-free, brand-safe delivery across platforms and publishers via its TRAQ quality rating system.
8. iSpot offers real-time CTV ad measurement focused on reach, frequency, and cross-platform performance. As part of Yahoo DSP’s integrated measurement stack, it provides independently verified exposure metrics and campaign optimization insights.
9. Experian contributes CTV measurement by enabling authenticated audience segmentation and identity matching. Its data helps validate household reach and deduplicated view counts, enhancing campaign precision across streaming platforms when linked with measurement providers.

Top Viewer CTV Platforms in 2025

Now that we’ve covered the CTV platforms operating behind the scenes, let’s look at the viewer side of things. For consumers, CTV platforms describe the devices and streaming services used to access streaming content. These are important to advertisers too, as they play a major role in CTV ad placement. 

1. CTV Devices

Any equipment used to stream video content on television sets can be classified as a CTV device. Smart TVs, streaming media players, gaming consoles, and set-top boxes are all examples of this. 

Because laptops and mobile devices are used for small-screen streaming, they fall in the category of OTT devices and offer less premium inventory than what’s found on the big-screen television. For that reason, when we talk about CTV devices, we’re only referring to the equipment that support big-screen viewing.

Today, almost 90% of homes have an internet-connected TV. And the devices themselves play a bigger role in CTV advertising than you might assume. 

AdExchanger’s Anthony Vargas explains:

“Many smart TVs or streaming devices that plug into a TV come equipped with a default free ad-supported television (FAST) channel, such as Samsung TV Plus, LG Channels, or the Roku Channel. These channels typically function as large ad networks.”

As such, these internet-connected gadgets are more than just screens — they provide the inventory, data, and platform integration that fuels the entire ecosystem.

CTV devices serve 3 functions:

1. Inventory: CTV devices are the access points for viewers to reach a library of CTV content. Programmatic ad placement relies on this inventory to function. 
2. Targeting and measurement: CTV devices provide valuable data for ad targeting and measurement. Smart TVs and streaming devices collect information about viewer demographics, viewing habits, and app usage, which DMPs then store and share with DSPs for ad targeting.
3. Integration with publishers: Many CTV devices integrate with programmatic infrastructure. For instance, your smart TV may offer built-in app stores where viewers can download apps that are already directly connected to ad exchanges. In some cases, CTV devices give more prominence to different publishers by guiding content discovery, which can even influence viewing patterns.

Here’s a list of the top CTV devices across each subcategory. 

2. Smart TVs 

Any equipment used to stream video content on television sets can be classified as a CTV device. Smart TVs, streaming media players, gaming consoles, and set-top boxes are all examples of this. 

Smart TVs integrate internet connectivity and a built-in operating system, allowing users to stream content directly from the internet, browse the web, and access various applications without an external device like a streaming stick. These are equipped with user-friendly interfaces that give viewers instant access to a wide range of preloaded streaming services.

Popular smart TVs in 2025 include:

1. Samsung QN90A Neo QLED
2. LG OLED C1 Series
3. Sony A90J OLED
4. Vizio P-Series Quantum
5. TCL 6-Series with Google TV
6. Hisense U8G ULED
7. Philips OLED 706
8. Panasonic JZ2000 OLED
9. Sharp 4K UHD Smart TV
10. Toshiba Fire TV 2024 Edition

3. Streaming Media Players

Streaming media players like Roku transform ‘dumb’ TVs into internet-connected devices that can access streaming content. These devices connect standard televisions to home internet networks, providing access to streaming content without the expense of replacing the entire TV set. Streaming media players are typically compact, easy to install, and come with intuitive interfaces.

Popular streaming media players in 2025 include:

1. Roku Ultra
2. Amazon Fire TV Stick 4K Max
3. Apple TV 4K (3rd Generation)
4. Google Chromecast with Google TV
5. NVIDIA Shield TV Pro
6. Amazon Fire TV Cube
7. Roku Streaming Stick+
8. TiVo Stream 4K
9. Xiaomi Mi Box S
10. Zidoo Z9X

4. Gaming Consoles

Gaming consoles are specialized devices designed for playing video games. These are often equipped with advanced graphics, high-speed processors, and extensive libraries of games. And because the top gaming consoles today offer access to streaming services, social media, and more, they also serve as multimedia hubs. 

Popular gaming consoles in 2025 include:

1. PlayStation 5
2. Xbox Series X
3. Nintendo Switch OLED Model
4. Xbox Series S
5. Steam Deck
6. PlayStation 5 Digital Edition
7. Nintendo Switch Lite
8. Atari VCS
9. Intellivision Amico
10. Evercade VS

5. Set-Top Boxes

Set-top boxes are devices that receive and decode video signals from cable and satellite services, enabling viewers to consume a wide range of television programming on a conventional TV. These boxes are offered by cable and satellite service providers and often include features like on-demand streaming, digital video recording (DVR), and high-definition channels. 

Popular set-top boxes in 2025 include:

1. TiVo Edge
2. Xfinity X1
3. Dish Network Hopper 3
4. Spectrum 210
5. AT&T TV

Ad-Supported Streaming Services

Now, let’s shift from the CTV devices where content is displayed to the over-the-top (OTT) services that distribute these streams.

Today, the OTT model has grown into a versatile ecosystem that caters to every viewing preference and price point. Many services like YouTube TV and Tubi blur the lines between traditional TV and streaming, offering linear channels alongside on-demand libraries.

Ad-supported OTT spans a few categories, with top players in each bucket. 

1. Hybrid Video on Demand (HVOD)

Ad-supported subscriptions to services like Netflix, Prime, and Disney+ fall into the HVOD category because they generate revenue through a mix of commercials and subscription plans. This appeals to viewers who want premium content but can’t justify the high-end price tag.

Popular HVOD services in 2025 include:

1. Amazon Prime
2. Netflix
3. Disney+
4. Apple TV+
5. Max

Learn more about HVOD services →

2. Virtual Multichannel Video Programming Distributors (VMVPD)

vMVPD services like YouTube TV deliver linear TV channels (with ads) to paying subscribers. Households looking to cut the cord without losing access to premium live sports content and must-watch shows from popular cable networks are the target market for these services.

Popular vMVPD services in 2025 include:

1. YouTube TV
2. Hulu Live
3. Sling TV
4. FuboTV
5. Philo
6. DirectTV Stream

Learn more about vMVPDs →

3. Free Ad-Supported Streaming TV (FAST)

For viewers looking to do away with paid subscriptions altogether, FAST apps make it easy. These streaming services deliver linear channels at no cost to viewers, playing everything from reruns, old movies, platform-specific content, and local news.

Many smart TVs (like Roku) have default FAST apps (like the Roku Channel) within the interface, giving viewers a free and easy option for lean-back viewing out of the box.

Popular FAST services in 2025 include:

1. Pluto TV
2. Tubi
3. The Roku Channel
4. Xumo Play
5. Amazon Freevee
6. Crackle
7. Vudu
8. Plex

Learn more about FASTs →

4. Advertising Video on Demand (AVOD)

A fourth streaming model worth mentioning is AVOD. AVOD is a giant category spanning everything from social media sites like YouTube and TikTok to streaming services like The Roku Channel. 

Basically, any app that lets you play videos on demand in exchange for watching advertisements falls within the AVOD umbrella.

Because this model has overlap across the categories above and also includes non-premium content like social media sites, we won’t be covering the top AVOD services in this article. 

Walled Gardens in CTV Advertising

Programmatic CTV has many benefits, but advertisers need to watch out for walled gardens.

A walled garden is a closed system controlled by one company. That company decides how data is used, where ads appear, and what advertisers can and can’t do.

In CTV, walled gardens create a few problems:

1. Smaller reach: You can’t easily reach viewers outside that platform, which makes it harder to target niche audiences.
2. Less transparency: You don’t always know where your ads show up or how they’re performing, making it tough to measure success or improve results.
3. Limited flexibility: You become dependent on one platform. If it changes its rules or loses users, your campaign could take a hit.

Also, buying ads directly from publishers focuses more on the content than the audience. That means you’re guessing who’s watching instead of using real data.

At Strategus, we avoid that problem. Our programmatic CTV strategy is content-agnostic—we focus on reaching the right people, not just placing ads in certain shows. Our premium inventory includes over 200 top publishers and 843+ deal IDs, so we can run cross-platform campaigns without being tied to any one source.

How to Simplify CTV Media Buying With Strategus

The CTV world can feel messy and overwhelming, but it doesn’t have to be.

When you partner with Strategus, you don’t need to pick between different CTV platforms, SSPs, or DMPs. We handle it all.

Our vendor-neutral approach connects with a wide network of data and inventory partners to reach the right viewers with powerful, memorable ads. We also track ROI at every step and keep improving your campaign in real time.

Instead of guessing which platforms to use, let Strategus simplify it for you. You’ll instantly get access to top publishers, DSPs, and data sources.

Contact us to get started today!

Frequently Asked Questions

What Are the Top Partners for Programmatic TV Execution?

Top partners for programmatic TV include The Trade Desk for buying, Magnite and FreeWheel for inventory, and Samba TV or iSpot for measurement. These platforms support scalable, data-driven CTV campaigns with advanced targeting, real-time bidding, and transparent performance metrics across multiple devices and publishers.

What's the Best CTV Advertising and Measurement (Company/Tool/Service Provider) for Advertisers and Brands?

Advertisers and brands often rely on The Trade Desk for execution and Nielsen ONE or iSpot for cross-platform measurement. These tools offer strong audience insights, precise targeting, and accurate reach and frequency tracking across streaming, mobile, and linear TV formats.

Can You Recommend Some TV Advertising Platforms That Provide the Best CTV (Programmatic, Retargeting, Direct) Capabilities?

The Trade Desk offers robust programmatic and retargeting capabilities. Amazon DSP adds closed-loop attribution. Strategus supports full-funnel CTV campaigns with flexible direct and programmatic access. Each platform supports precise audience targeting and scalable ad delivery across streaming environments.

How Do I Get CTV on My Smart TV?

To access CTV on your smart TV, connect it to Wi-Fi, open the app store, and download streaming apps like Netflix, Tubi, or YouTube TV. Log in with your credentials, and your smart TV becomes a connected TV ready for streaming and ad-supported content.

What Televisions Are Praised for Their Integration With Popular Streaming Services While Being Easy to Set Up?

TVs like Roku TVs, LG OLEDs with webOS, and Samsung smart TVs get praise for integrating top streaming apps like Netflix, YouTube, and Prime Video. Their interfaces are easy to navigate, setup takes minutes, and most platforms auto-detect Wi-Fi and app updates.

What Brands Are Known for Their User-Friendly Interfaces in Their Smart TVs?

Roku, LG, and Samsung lead in user-friendly smart TV interfaces. Roku's layout is intuitive and app-focused. LG's webOS offers smooth navigation with voice control. Samsung's Tizen system features a clean home screen and easy content discovery, especially for new users.

Can You Recommend Some TV Measurement Platforms That Provide the Best CTV (Programmatic, Retargeting, Direct) Capabilities?

Nielsen ONE, iSpot, and Samba TV are top CTV measurement platforms. Nielsen focuses on deduplicated reach and audience insights. iSpot delivers real-time campaign data. Samba TV combines automatic content recognition with cross-device measurement to support retargeting and outcome analysis across screens.

What Does The Trade Desk Do?

The Trade Desk is a demand-side platform that helps advertisers buy digital ad space across CTV, mobile, and display. It uses real-time bidding, advanced targeting, and AI optimization to place ads efficiently across multiple publishers and platforms, maximizing return on ad spend.

What Is Programmatic CTV?

Programmatic CTV is the automated process of buying and placing ads on connected TV through real-time bidding. It targets viewers based on behavior and demographics, not just content, allowing brands to reach the right audience with precision across multiple devices and streaming services.

What Are the Top CTV Platforms for Digital Marketing Agencies?

Digital marketing agencies often use The Trade Desk for ad buying, Magnite or FreeWheel for supply, and Nielsen or DoubleVerify for measurement. These platforms offer scale, data access, and integration across CTV channels, making them ideal for managing multi-platform, performance-focused campaigns.